Creating Lasting Relationships in a Digital Age
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This document discusses how retailers can create lasting customer relationships in the digital age. It emphasizes that while digital technologies are important, personal relationships are still key to success. To engage customers, retailers need to shift from focusing only on sales transactions to developing relationships through clienteling. This involves changing in-store processes and training employees to have more personal interactions with customers. Integrating customer data and mobile technologies can help employees provide more customized experiences and foster ongoing engagement both in-store and after purchases. Ultimately, retailers that can offer consistent, personalized experiences across all channels will be best positioned for the future of retail.
Creating Lasting Relationships in a Digital Age
- 1. Creating Lasting Relationships in a Digital Age Jim Barnes, CEO
- 2. 2 Creating Lasting Relationships in a DigitalAge… Reach beyond sales transactions with customer clienteling…
- 3. For centuries, commerce looked essentially the same...
- 5. STORE LOCATOR CUSTOMER SERV ICE ORDER FROM CATALOG S IGN UP FOR EMAILS LADIES MEN KIDS HOME SALE H&M LIFE Searchproducts
- 6. 6 Digital Retail Commerce Impact
- 7. 7 DIGITAL IS EVERYTHING, BUT NOT EVERYTHING IS DIGITAL. - David Sable, Global CEO Y&R -
- 8. Digital Meets Brick & Mortar
- 9. Bridging the Gap is Key - In person - Authentic - Remote - Non-intimate
- 10. 10 Despite advances …success is still based on the relationship you build with your customer..
- 11. 11 Shoppers Still Want to be Engaged 80% of US shoppers prefer going to a store • “because I can touch and feel the product” •74% prefer to shop at a store rather than online • “because I am more confident I am buying the rightthing” • Only 8.9% say that they often buy something online using a mobile device • Only 5.2% often “pay for a purchase in a store with Apple Pay,PayPal, Google Wallet or other ‘digital wallet’” SOURCE: Y&R SHOPPER RESEARCH Published Dec 17, 2015
- 12. Shoppers Also Want Options
- 13. 13 How do you engage? Clienteling is the artful distinction of helping a customer buy, versus selling to them
- 14. 14 Less Conversion but More Converts SOURCE: Retail Prophet – Doug Stephens “The purpose of retail will no longer be to solely convert every customer into a buyer of goods but rather transform them into disciples of the brand itself. To begin a relationship – a dialogue that may play out in any number of buying channels; online, in-store, mobile or elsewhere. It doesn’t matter where purchases take place. What matters is that the consumer falls in LOVE with the brand and shares that love with others. The store maintains the potential to be that emotional center of gravity for the brand.”
- 17. 17 How do you create Engagement in your store? Develop Customer Experience Roadmap….start with the end goal in mind… what do you want more of…… Change in Mindset… Move from Sales Transaction to building a relationship…..personal shopper…Cultural Compliant Requires In-Store Process Change and a LOT of Training Evaluate Enabling Technology
- 18. CUSTOMERS FEEDBACK v - v - v - - REQUIRE ATTENDANCE SUPPORT APPRECIATION EVALUATION EXPERIENCE C O N S U LTATION PRODUCT OVERVIEW REVIEW RELATIONSHIP TEAMW OR K CRM - c ' ) - - ' - v / . - LOYALTY LEAD-MANAGEMENT
- 20. 20 Is new technology the answer? Technology = Hardware/Software • Will continue to change • Evolution from transaction centric to customer centric Mobile Technology • A key piece of engagement • Untethers for mobile check out • Allows for more engagement • with the customer
- 21. 21 Clienteling….. • Personal Contact list by sales associate “Personal Black Book” • Personal email to a customer Profiling or clienteling with sales history and “likes” • Personification Matrix • Opportunity for post shopping “personal shopper” outreach • Going beyond the “expanded aisle” Relationship Building …….Engagement
- 22. 22 How do you foster Engagement in your store? Must be convenient for sales associate and shopper - • seamless or a non-event Data only works if it’s put it into action • Integration is Key….clienteling is required to aggregate data from multiple disparate applications Need to create “intimate” shopping experiences – in store, online & via mobile • Digital and In Store (not an either)
- 23. 23 Ultimate Engagement BETTER Retail Engagement: • Personal Curation • Understands who “I am” • Makes Suggestions • Takes an Interest In Me • Facilitates the Buy Process • Sales associate is part of the experience • Post Sale Engagement
- 27. 27 Future Thinking Retailers • Stores will be touch/feel showrooms • Associates can access more data To see other inventory To manage delivery options To know customer’s buying habits Make Recommendations • Move from traditional transactions • Will connect more with customers… o Adopt customer engagement intimacy model o Increase value/effort into relationships o Consider modeling, loyalty, long-term o Ensure the same experience everywhere
- 28. 28 DIGITAL FIRST? MOBILE FIRST? WEARABLE FIRST?
- 29. PEOPLE FIRST!